Having written an article last year about how not to conduct voice-of-the-customer (VOC) research, I've often been asked for the flip side: What are the right things to do when designing an effective program? A list of things not to do is scarcely much of a blueprint.

So far I have begged off (that is, practiced laziness) and advised doing the opposite of the seven deadly sins. After all, that is how the seven heavenly virtues originally were defined - as the converse of the seven deadly sins. I have always known, however, that positively specifying the to-dos to design an effective VOC research program requires more than simply passively avoiding the don't-dos.

Paul Conner, vice president, behavioral science, at Sentient Decision Science Inc., wrote an article in the March 26, 2012, Quirk's e-newsletter defining behavioral economics and how marketers can apply it to improve sales of their products and services. Conner concluded his article by saying, "Behavioral economics phenomena emerge from rigorous science, examining actual consumer choices in experimental studies. As you explore ways to frame promotions, set price expectations, set defaults, prime goals, choose targets or whatever your marketing activities, take the time to develop and experimentally test hypotheses. This can save - and even make - you money in the long run."